Independent Canadian news and analysis for the nonprofit sector

A pitch for marketing compassion

Harvard Business Review blogger Dan
Pallotta thinks that more advertising is the answer to addressing today's
social problems. He's launching Advertising for Humanity, a brand
agency for the humanitarian sector and corporate social responsibility
initiatives. His goal is to "begin
marketing benevolence as brilliantly as Budweiser markets beer."

His view is that the services provided by nonprofit
organizations - healing the sick, caring for the poor or disadvantaged - are
contracted by the donor in the same fashion as paying for someone to clean your
house or prepare your taxes.

Furthermore, philanthropy is funded through discretionary
income, the same as the music or cosmetics industry - industries that appeal to
natural and created human desires. Stimulating
demand for philanthropic goods will enable humanitarian organizations to become
self-sustaining. But, essentially his
argument comes down to scale - current marketing efforts are too paltry, bigger
is better. Why be a home-brewed cup of
coffee when you can be the next Starbucks?